In the same way electronic music is built out of loops, our brand's visual identity is also represented by LOOPS.
LOOPS are our main brand element and they mainly consist of 3D living shapes that behave following our loop behavoir.
Each LOOP has its unique movement. However, all LOOPS always repeat a short sequence representing BPM, according to the following values:
Chill behavoir (HIPHOP) > 80bpm 1 loop = 3" - 75fps.
Standard behavoir (HOUSE) > 120bpm 1 loop = 2" - 50fps.
Excited behavoir (TECHNO) > 130bpm 1 loop = 1.8" - 45fps.
All loops also have a beat. The beat always happens 4 times in the sequence, like a 4/4 musical bar.
To create the beat, just increase the size of the 3D element in 120% during 2 frames, and decrease it progressively on the 3rd frame.
For instance, in a standard LOOP, we would increase the size of the 3D shape on frames 1-3, 12-14 on second 1 and 2.
Our LOOP behavoir can also be applied in crazy ways to typeface. The same principles apply segarding sequence and beat.
To create te beat, you can play with type weight instead of size.